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Internal market orientation and market‐oriented behaviours

✍ Scribed by Lings, Ian N.; Greenley, Gordon E.

Book ID: 120567220
Publisher: Emerald (MCB UP )
Year: 2010
Tongue: English
Weight: 133 KB
Volume: 21
Category: Article
ISSN: 1757-5818
DOI: 10.1108/09564231011050788

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The 1970s introduced internal marketing (IM) as a solution for the companies that sought to offer superior customer service. After 30 years though, IM practice remains limited, probably because their majority lack the proper underlying philosophy. An ''internal-market orientation'' (IMO), the equiva